1. Chapter 8 Writing to Clients and Customers Business Communication Copyright 2010 South-Western Cengage Learning

2. Four Steps in Planning a Message Identify the objective Identify the main idea Determine the supporting details Adjust the content to the receiver 2 8.1 Neutral or Positive Messages © Photodisc / Getty Images Planning is an important part of the writing process.

3. Planning a Positive Message Identify the ObjectiveTo make an offer of employment Identify the Main IdeaThe company offers the applicant a position as a training director in the Services Department Determine the Supporting DetailsImpressed with the applicant’s knowledge of the company and good work attitude Annual salary of $62,000 paid biweekly Starting date is July 1 Conditions of employment Decision needed within one week Adjust the Content to the ReceiverApplicant is knowledgeable about the job 3

4. Organizing Neutral or Positive Messages Direct order is used Main idea comes first Supporting details follow the main idea Closing builds goodwill 4 8.1 Neutral or Positive Messages

5. Writing Neutral Messages Routine requests Requests an action that will be done willingly Should provide complete details 5 8.1 Neutral or Positive Messages

6. Effective Routine Request 6 States the main idea 8.1 Neutral or Positive Messages Explains the request Makes it easy to respond

7. Writing Neutral Messages Claims Request a refund, an exchange, or a discount Are written in direct order 7 8.1 Neutral or Positive Messages

8. Claim Message 8 8.1 Neutral or Positive Messages

9. Writing Positive Messages Assume the receiver will react favorably Use direct order Examples: Orders Positive responses to requests Friendship messages Acknowledgments 9 8.1 Neutral or Positive Messages © Stockbyte / Getty Images Friendship messages are sent to build goodwill.

10. Orders Requested via purchase order form, e-mail, or letter Provide details such as: The stock number or catalog number for items A description or items Quantity ordered, unit cost, and total cost Method of shipment Buyer’s name and shipping address Method of payment 10 8.1 Neutral or Positive Messages

11. Effective Order Letter 11 States the Items ordered 8.1 Neutral or Positive Messages States where to send items and payment method

12. Positive Response to a Request Gives a positive response to the request Provides necessary details Makes necessary requests Ends with a courteous, positive statement May include a reminder of desired action May include a soft sell in the closing 12 8.1 Neutral or Positive Messages

13. Effective Positive Response 13 Gives the positive response 8.1 Neutral or Positive Messages States action to be taken Gives supporting details

14. Better Business Bureau 14 Provides information about companies and settling disputes Questions 1. What is the BBB’s goal regarding complaints? 2. Historically, what percentage of claims filed with the BBB are resolved? school.cengage.com/bcomm/buscomm 8.1 Neutral or Positive Messages

15. Planning Negative Messages Identify the objective Identify the main idea Determine the supporting details Adjust the content to the receiver 15 8.2 Negative Messages

16. Organizing Negative Messages Begin with a neutral opening Explain the reasons for the negative news State or imply the negative news Close on a positive note 16 8.2 Negative Messages © Blend Images / Getty Images A neutral opening builds trust and does not give bad news.

17. Writing Negative Messages Denying a request Use indirect order Give reasons for the negative response Refusing credit Credit may be refused for several reasons The sender should explain the reasons tactfully The goal is to refuse credit but maintain the person as a customer 17 8.2 Negative Messages

18. Effective Negative Message 18 8.2 Negative Messages Opening is neutral Closing includes a soft sell Body gives reasons for bad news

19. Writing Messages with Both Positive and Negative News The positive news is the first idea The negative news is the second idea Use indirect order with the good news as the opening Follow with reasons for the bad news and the bad news itself 19 8.2 Negative Messages

20. Facts or Opinions Reading for information To solve problems To make decisions Distinguishing between facts and opinions Facts: statements that can be proved to be true or correct Opinions: views or conclusions reached by someone 20 8.2 Negative Messages

21. Planning Persuasive Messages Identify the objective Identify the main idea Determine the supporting details Adjust the content to the receiver 21 8.3 Persuasive Messages

22. Organizing Persuasive Messages Gain the reader’s attention Show a need or benefit Explain your solution to that need (your request) Present the supporting information Ask for a specific action 22 8.3 Persuasive Messages © Digital Vision / Getty Images In a persuasive message, the writer must overcome resistance to change.

23. Writing Persuasive Messages Sales messages Collection messages Reminder stage Strong reminder stage Discussion stage Urgency stage 23 8.3 Persuasive Messages

24. Effective Sales Message 24 Gains attention and shows a need Asks for specific action Gives a solution 8.3 Persuasive Messages Gives supporting details

25. Collection Message To persuade a customer to pay a past-due bill The reminder stage The strong reminder stage The discussion stage The urgency stage 25

26. Proposals Documents that describe a need and recommend a solution Solicited proposals RFP (request for proposal) Unsolicited proposals Organization and content vary 26 © Digital Vision / Getty Images An effective proposal states benefits for the receiver. 8.3 Persuasive Messages

27. Chain Letters Are a type of persuasive message Try to convince the receiver to take some action Are illegal if sent by U.S. Mail and request money or items of value 27 8.2 Negative Messages

28. Vocabulary 28 acknowledgment claim collection message credit refusal fact goodwill message neutral opening obstacle opinion order persuasive message primary appeal proposal request denial request for proposal (RFP) routine request sales message soft sell